Downloaded 50 times
Uploaded byContent Marketing Institute
BMC Case Study: How to Take a Content-First Approach and Prove the ROI of Your Content Strategy,
1. The document discusses BMC's transition to a new content strategy to address challenges with their inconsistent branding, product-focused content that did not reflect customer needs, and lack of scalable infrastructure. 2. Their new approach defined business goals, customer needs, and content components to be modular. They designed mobile-first and tested assumptions. 3. The results included increased content creation efficiencies, improved user experience through optimization, and increased engagement through higher organic traffic, data sheet downloads, trial starts, and contact requests, leading to more revenue and pipeline.
More Related Content
![[Webinar] Delivering the Right Content to the Right Customer at the Right Time](https://cdn.slidesharecdn.com/ss_thumbnails/webinar-20delivering-20the-20right-20content-20to-20the-20right-20customer-20at-20the-20right-20time-170607184343-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to BMC Case Study: How to Take a Content-First Approach and Prove the ROI of Your Content Strategy,
BMC Case Study: How to Take a Content-First Approach and Prove the ROI of Your Content Strategy,
- 1. BMC Case Study Howto take a content-first approach and measure the success of your content strategy Mark Fries Principle Strategic Marketing Manager, BMC Software @mark_f Derek Phillips Director of Content Strategy, ISITE Design @digistrategist @mark_f @digistrategist • #intelcontent
- 2. AGENDA ① Where WeWere ② What We Did ③ How It’s Working @mark_f @digistrategist • #intelcontent
- 3. 1 Where WeWere @mark_f @digistrategist • #intelcontent
- 4. The Five Challenges ①Inconsistent representation of the brand story ② Too product-centric, not reflecting customer needs ③ Cumbersome and overwhelming UX ④ Lacking content direction ⑤ Needed scalable technology and infrastructure @mark_f @digistrategist • #intelcontent
- 5. Inconsistent representation ofthe brand story @mark_f @digistrategist • #intelcontent
- 6. Too product-specific, notreflective of customer needs @mark_f @digistrategist • #intelcontent
- 7. Cumbersome and overwhelmingUX @mark_f @digistrategist • #intelcontent
- 8. Lacking content directionand governance @mark_f @digistrategist • #intelcontent
- 9. • 200+ products •5 separate business units • Moving to centralized content management and editing • New commitment to testing and optimization • Plans to expand global footprint Needed scalable technology and infrastructure @mark_f @digistrategist • #intelcontent
- 10. 2 What WeDid @mark_f @digistrategist • #intelcontent
- 11. The Five Approaches ①Defined specific business goals and aligned them to touchpoints ② Defined the customer needs ③ Aligned pages to personas ④ Defined the content components: think modular ⑤ Mobile first, mobile always @mark_f @digistrategist • #intelcontent
- 12. Defined specific businessgoals and aligned them to touchpoints We asked the questions: • What is the purpose of this page to our business? • What are the KPIs we’re measuring? • What is the primary call to action? • More importantly: What role is it targeting? Strategic vs. Functional @mark_f @digistrategist • #intelcontent
- 13. DEFINING SPECIFIC NEEDS ANDIDENTIFYING CONTENT TO MEET THEM ENABLED OUR MODULAR APPROACH @mark_f @digistrategist • #intelcontent
- 14. Defined the customerneeds We made some assumptions and then tested them with customers. Assumptions Prototype & Test Adjust Some key insights learned: • Users commonly have specific products in mind, or a specific functional need • Users prefer functional categories • Product/solution features preferred to high-level benefit statements • Data sheets are a highly valued content asset @mark_f @digistrategist • #intelcontent
- 15. Aligned pages toprofiles @mark_f @digistrategist • #intelcontent
- 16. Defined the contentcomponents @mark_f @digistrategist • #intelcontent
- 17. Designed in thebrowser Some key benefits: • Working with real content to better inform design • Could see the mobile experience and break points • Foundational FED mark-up sped up development time Jumping quickly to building a site, vs. building pictures of sites @mark_f @digistrategist • #intelcontent
- 18. Strategy applied tothe copy Translated to copy decks to speed production and ensure alignment. @mark_f @digistrategist • #intelcontent
- 19. Reused the contentcomponents Think modular… @mark_f @digistrategist • #intelcontent
- 20. Mobile first, mobilealways Concise Actionable Focused on task completion Contextual @mark_f @digistrategist • #intelcontent
- 21. Mobile first, mobilealways Also made defining hierarchy easier • Lead with most important • Stack in order • Provide paths @mark_f @digistrategist • #intelcontent
- 22. LET’S CIRCLE BACKON A FEW KEY CHALLENGES @mark_f @digistrategist • #intelcontent
- 23. The Three SpecificChallenges ① Streamlined and intuitive UX ② Comprehensive content direction and governance ③ Scalable technology and infrastructure @mark_f @digistrategist • #intelcontent
- 24. Bottom-up experience: Ensuring visitorsentering directly on product/solutions pages (most visitors) are given appropriate context and options to continue engaging Streamlined and intuitive UX Top-down experience: Giving visitors who enter on home page or category level pages simple choices to disambiguate our offerings @mark_f @digistrategist • #intelcontent
- 25. We have aclear POV and strategy behind how our site is constructed • Makes conversations with the business easier • Eases optimization since learnings in one area can be deployed in multiple places Comprehensive content direction and governance @mark_f @digistrategist • #intelcontent
- 26. Remember this? Scalable technologyand infrastructure The Intelligent Content Approach was key to our getting there: • Atomized the content • Established coding standards • Enabled utility of the CMS • Proved the design worked @mark_f @digistrategist • #intelcontent
- 27. 3 How It’sWorking @mark_f @digistrategist • #intelcontent
- 28. The Four BigPayoffs ① A framework for optimization ② Increased content creation efficiencies ③ Overall engagement is up ④ Contacts – UP! (And that means money) @mark_f @digistrategist • #intelcontent
- 29. Our goal withoptimization: never “redesign” again • Highly structured infrastructure makes it possible to get experiments up and running quickly anywhere • Findings from experiments can easily roll out across the site A framework for optimization @mark_f @digistrategist • #intelcontent
- 30. NEVER REDESIGN AGAIN. THINKABOUT THAT. @mark_f @digistrategist • #intelcontent
- 31. A framework foroptimization @mark_f @digistrategist • #intelcontent
- 32. @mark_f @digistrategist •#intelcontent 1. Headline & Customer Logo • Top level benefit/result of engagement with BMC • Customer Logo 2. “At a glance” data points • Up to 4 key statistics that communicate either benefits/outcomes of the customer’s engagement with BMC or key stats on the customer’s organization 3. Video (if available) or customer quote • Real stories from actual business leaders and user • Focus on benefits and outcomes BMC brought to the business 4. Body b. Challenge • Brief description of the business problem • Can be in sentence format or bullet, may include in-line links to more information c. Solution • Brief description of how the problem was solved through partnership with BMC • Can be in sentence format or bullet, may include in-line links to more information d. Results • Brief description of business impact • Can be in sentence format or bullet, may include in-line links to more information 5. Next steps a. Contact BMC CTA b. Related products • list with links to learn more/try c. Related Resources • White papers/reports/videos related to the challenge (2-3 max) 3 4 2 1 5 Mobile first hierarchy Visitormindset Doesthisrelatetomychallenges?HowcanIlearnmore?Whatarethedetails? 5a 5b 5c 4a 4b 4c Increased content creation efficiencies
- 33. 10% MORE ORGANICTRAFFIC (YOY) 50% MORE DATA SHEET DOWNLOADS 200% INCREASE IN TRIAL STARTS 67% INCREASE IN CONTACT ME REQUESTS Overall engagement is up @mark_f @digistrategist • #intelcontent
- 34. +67% Contact Sales Requests Revenue! +67% Marketing Sourced Pipelineassociated with requests = @mark_f @digistrategist • #intelcontent
- 35. Derek Phillips Director ofContent Strategy ISITE Design @digistrategist Mark Fries Principle Strategic Marketing Manager BMC Software @mark_f @mark_f @digistrategist • #intelcontent
Editor's Notes
- #5 Inject business goals: Conversion is to get more people to sign p for trials. So…what does the customer need to know or understand to make that commitment
- #12 Can we visualize this process or pieces of it?
- #13 For BMC.com the main KPI is MSP (Marketing Sourced Pipeline) Our secondary measure is overall conversion rate These are our strategic imperatives: Ensure BMC.com is intuitive and radically simple Make community an essential part of the experience Create a site that works seamlessly across all platforms and devices Evaluate all content to ensure it is helpful, easy to find and access, and adds real value for visitors Make it easy to contact BMC Build a platform for constant evolution & optimization
- #15 Prototyping and user testing
- #17 Every piece of information is a component with specific direction on its purpose and strategic rationale
- #18 Prototyping and user testing
- #19 Every piece of information is a component with specific direction on its purpose and strategic rationale
- #20 Every piece of information is a component with specific direction on its purpose and strategic rationale
- #21 NOTE: Multi-device interaction. Aids multi-tasking—watching TV and researching something for work. Consistent experience across those devices. WE’RE not making decisions on what content is right for what device.
- #22 Add back in the MindsetContent model.
- #25 Bottom-up: Entering via search, often product-specific (Practitioner) Top-down: Need validation of BMC as an org and strategic value we provide (Strategic)
- #27 Influence of semantic mark-up – Coding standards in place now Jeremiah’s mark-up enables the atomization of content—Reference back to prototyping exercise and the influence on this outcome Intelligent content approach is KEY to getting there. Can’t work from PSDs, but with real FED code
- #32 Don’t have to break the whole model to test an element CAN test at the component level vs. page level